I'm going to cover three different scenarios in which data can be shared between Analytics and Audience Manager and the use cases that go along with it and will be using the Hedge Trimmer garden tool as an example. So, let's get started!
Analytics to Audience Manager (Batch)
This is the easiest way to share segments from Analytics to Audience Manager as this integration is available for any customer subscribed to People Core services. We do that by clicking on the checkbox as shown below but there is a cap of 20 segments that can be shared by this method. To share Analytics segments with AAM and the Experience Cloud, click on the checkbox as shown in the screenshot below and it takes about 24-48 hours for it to show up in AAM. The other thing to note is that you don't require a technical integration between Analytics and AAM as this method automatically shares segments but I highly recommend setting up the integration using either of these methods.
Below are some analysis use cases that can be satisfied using this method of sharing.
Below are some analysis use cases that can be satisfied using this method of sharing.
- Complicated Segments that Cannot be Easily Created in Audience Manager: A very common scenario I've seen with clients is to share any Analytics segment by default that they can easily create in AAM such as traffic to a particular page. However, it makes more sense to ONLY share segments that cannot be easily created in Audience Manager. An example is Revenue which is not readily available as a metric in AAM but it is available in Analytics. In the example below, we've created a segment that is tied to users who spent $30 or more on Hedge Trimmers and shared it with AAM by clicking the checkbox.
- Technical Analytics->AAM integration is Not Set Up: The other use case where you may want to share Analytics segments to AAM is when either the client side or Server side forwarding integration is not setup between these two solutions. A few clients in the early stages of Audience Manager implementation or during a POC may want to leverage this feature to start sharing segments with Demand Side Platforms for marketing purposes.
- Need to Send Historical Audiences before Technical Integration: The final use case is prevalent when clients want to send audiences from the last 3 months to DSPs for a media campaign but their technical integration is only 7 days old and don't have enough data. That's where we can leverage this segment sharing feature.
- Need to Send Historical Audiences before Technical Integration: The final use case is prevalent when clients want to send audiences from the last 3 months to DSPs for a media campaign but their technical integration is only 7 days old and don't have enough data. That's where we can leverage this segment sharing feature.
Analytics to Audience Manager (Real-Time)
This is the most common and recommended method to share segments between Adobe Analytics and AAM and it requires either a client side or server side integration of Analytics with AAM. The advantage of this integration is that this data is collected in real-time and rule-based traits created with this data can be mapped to a segment and activated on immediately. Below are some classic use cases that are executed using rule-based traits.
- Retargeting: Site analytics data captured in AAM can be leveraged for retargeting use cases. The example below is a rule-based trait that is created to retarget potential hedge trimmer customers who viewed the product but did not purchase yet.
- Personalization: Another very common use case is personalization where site analytics data can be leveraged and segments sent over to Adobe Target to show contextual content to users. An example of this can be showing a page customized for garden tools to visitors who are actively shopping for Hedge trimmers.
- Conversion: We can measure conversion by creating Conversion traits. This type of rule-based trait is created by selecting "Conversion" from the "Event Type" drop down in the trait UI. As an example, a Conversion trait can be tied to either campaign landing pages or actual orders captured in Adobe Analytics and be analyzed using the Optimal Frequency report in AAM to measure campaign effectiveness.
This is the most common and recommended method to share segments between Adobe Analytics and AAM and it requires either a client side or server side integration of Analytics with AAM. The advantage of this integration is that this data is collected in real-time and rule-based traits created with this data can be mapped to a segment and activated on immediately. Below are some classic use cases that are executed using rule-based traits.
- Retargeting: Site analytics data captured in AAM can be leveraged for retargeting use cases. The example below is a rule-based trait that is created to retarget potential hedge trimmer customers who viewed the product but did not purchase yet.
- Personalization: Another very common use case is personalization where site analytics data can be leveraged and segments sent over to Adobe Target to show contextual content to users. An example of this can be showing a page customized for garden tools to visitors who are actively shopping for Hedge trimmers.
- Conversion: We can measure conversion by creating Conversion traits. This type of rule-based trait is created by selecting "Conversion" from the "Event Type" drop down in the trait UI. As an example, a Conversion trait can be tied to either campaign landing pages or actual orders captured in Adobe Analytics and be analyzed using the Optimal Frequency report in AAM to measure campaign effectiveness.
Audience Manager to Analytics (Audience Analytics)
I'm not going to give a walkthrough of Audience Analytics as it's already covered in detail here but it's a way to send Audience Manager segments to Analytics. Audience Analytics is still relatively new and there'll be more analysis use cases that customers will find from it but in this section, I'm going to cover three use cases that will be helpful to measure via Audience Analytics. Few important things to call out is that AAM data will only start flowing into Analytics once we add a report suite to the Analytics destination in AAM AND segment qualifications will only work AFTER data is shared with Analytics as this data is not retroactive.
- Tie Offline Conversions/Attributes to Online Activity: With Audience Analytics, we can tie offline attributes to online sales as well as tie offline sales to online activity. In the example, we're looking at demographic information captured from a CRM system and tying it to online sales for garden tools.
- Customer Journey Analysis: Another important analysis use case for Audience Analytics is cross journey analytics where we can measure how prospective customers traverse across various channels/sources and land on the website. This can inform marketers where their marketing budget needs to be spent or shifted. In this example, we see how visitors present in a 3rd party data set move through various sources and eventually land on the website.
Source: https://marketing.adobe.com/resources/help/en_US/analytics/audiences/use-audience-data-analytics.html
- Measure View-Through Conversions: We can also use it to easily see how many visitors who saw an impression and not clicked, convert or visit certain pages on your website or app. This type of analysis can also be done in AAM but given that Audience Analytics is built within Workspace, you get more opportunities to do breakdowns and analysis than AAM.
The opportunities to measure audiences flowing in and out of Analytics/Audience Manager are plentiful and will continue to evolve but the first step is to leverage this amazing integration between two powerful solutions. How are you leveraging this integration for your business?
I'm not going to give a walkthrough of Audience Analytics as it's already covered in detail here but it's a way to send Audience Manager segments to Analytics. Audience Analytics is still relatively new and there'll be more analysis use cases that customers will find from it but in this section, I'm going to cover three use cases that will be helpful to measure via Audience Analytics. Few important things to call out is that AAM data will only start flowing into Analytics once we add a report suite to the Analytics destination in AAM AND segment qualifications will only work AFTER data is shared with Analytics as this data is not retroactive.
- Tie Offline Conversions/Attributes to Online Activity: With Audience Analytics, we can tie offline attributes to online sales as well as tie offline sales to online activity. In the example, we're looking at demographic information captured from a CRM system and tying it to online sales for garden tools.
- Customer Journey Analysis: Another important analysis use case for Audience Analytics is cross journey analytics where we can measure how prospective customers traverse across various channels/sources and land on the website. This can inform marketers where their marketing budget needs to be spent or shifted. In this example, we see how visitors present in a 3rd party data set move through various sources and eventually land on the website.
Source: https://marketing.adobe.com/resources/help/en_US/analytics/audiences/use-audience-data-analytics.html
- Measure View-Through Conversions: We can also use it to easily see how many visitors who saw an impression and not clicked, convert or visit certain pages on your website or app. This type of analysis can also be done in AAM but given that Audience Analytics is built within Workspace, you get more opportunities to do breakdowns and analysis than AAM.
The opportunities to measure audiences flowing in and out of Analytics/Audience Manager are plentiful and will continue to evolve but the first step is to leverage this amazing integration between two powerful solutions. How are you leveraging this integration for your business?
No comments:
Post a Comment